Exterior signage from Signs Express
News

Cost-effective, long lasting and versatile. Just three of the reasons small and medium sized businesses (SMEs) use signs and graphics to help market their business.

A FedEx survey* showed that small business owners receive great value from their signs and graphics with almost 70% of consumers surveyed saying they had purchased a product or service because a sign caught their eye. With so many small and medium sized businesses trying to stand out from the crowd, we wanted to share some of our top tips to help you promote your business. 1. Planning ahead and setting your budget Most signs and graphics are completely bespoke and personalised so need to be manufactured to order. As a result, you should typically allow a 10-14 day lead time. Your sign company may need to conduct a site survey and depending on the specification, fabricate your signs or order in specialist materials.

Illuminated fabricated signIlluminated fabricated sign

Consider your signage as an investment for your business and include the costs as part of your budget. With the FedEx survey* also showing 68% believe a store’s signage is reflective of the quality of its products and services, it’s important to make a positive first impression. A competitive price is important but make sure you also base your purchase decision on service, quality of materials and workmanship. Buying on price alone could lead to an inferior quality product and end up being something you’ll need to replace sooner than you expect. 2. Go for a consistent look Signs and graphics help you to create an identity. Whether you’re going big and bold or subtle and discreet, they’re able to help you convey your message or core values.

Wall graphics are an effective way to reinforce your brandWall graphics are an effective way to reinforce your brand

We recommend keeping a consistent look across marketing items such as leaflets, displays and your signs and graphics as this helps to create an easily identifiable image which will help with your brand recognition. Continue this look across your website and social media channels too. Designs will not need to be exact replicas but can be adapted to suit their purpose by using the same logo format or colouring. 3. Keep the message simple We see hundreds of signs every day and one thing we often tell our customers is that ‘less is more’. So, it’s important to convey your message as simply as possible to encourage recall and retention. Try to avoid cramming lots of text or too much info on any one sign.

Using imagery can help Using imagery can help convey your message

If people cannot understand what you’re selling or who you are because of a cryptic slogan they are likely to forget you. Use images if possible, contrasting colours for visibility and keep your point clear and succinct.
4. Be seen 24/7 Signs and graphics represent a great investment as they can be viewed 24/7 and in situ for many years.

Vehicle graphics are a cost effective advertising toolVehicle graphics are a cost effective advertising tool

One of the most effective mobile advertising methods is vehicle graphics as a vehicle could be seen by over 3000 people every hour of the working day**. Promote your business while you’re out and about to reinforce your brand. You can even use reflective graphics to really stand out at night.

Illuminated fascia signIlluminated fascia sign

 

Illuminating your premises signs can also be very beneficial. It can assist with developing your business’ personality as well as adding impact to your signage in low light.


5. Include a call to action When using graphics for advertising, it can be beneficial to have a call to action (where appropriate).

Display signs can include calls to action Display signs can include calls to action

This could include words such as ‘view in store today’, or ‘apply within’ or even ‘register on our website to qualify’. This helps to create an action required by the audience and in turn, have them engage with your business. 6. Be bold Imagery can catch your audience’s attention much more quickly than wording ever will, so, where relevant, consider using photographs or icons to get your message out there. By using bold or contrasting colours you can stand out from the crowd. Consider choosing a digital signage solution. This offers you great flexibility in adding engaging content which can also be updated regularly, making it a cost-effective product. Plus, the system itself can be moved to suit your surroundings and situation. Choose from internal or external screens, interactive systems, video walls and more. 7. Show what differentiates you

Focus on what makes you differentFocus on what makes you different

As a small business you may be competing with national or international chains offering a very similar product range. Use your signs and graphics to create a local identity which resonates with your audience and differentiates you from ‘faceless’ organisations. This will help to increase your brand recognition and encourage new customers. 8. Cross promote Traditional signs and graphics are just one form of marketing. Most small and medium sized businesses will have their own website or social media channels and this is a perfect opportunity to use multiple avenues to attract your customer base. Include your web address on signs and graphics, promote special offers through promotional displays as well as via your digital marketing channels. The opportunities to target customers are vast. 9. Maintain First impressions really count and so it’s important your signage positively reflects your business. Tired, faded or damaged signs can negatively affect your company and should be rectified as soon as possible. 10. Ask the experts A sign company you can rely on is a must. Signs Express has been established for 30 years and in this time, has helped tens of thousands of people to kick-start their business. We recognise that you may not have the resources available to design your own graphics so can take this stress out of the process. We also understand that as there are so many options available, it can be difficult to decide on the best solution for your business and so our centres are able to help you specify and achieve the right look for your brand and budget. Find your local Signs Express centre. Source *The FedEx Office ‘What’s your Sign’ survey. Source **3M study on the power of vehicle advertising.

More like this

What our customers say

I just want to say thank you to yourself and the team, the rebrand to Atherton flooring has been great and I'm receiving lots of positive f...
Ashley Atherton - Atherton Flooring
Signs Express
I would like to truly thank you for all your kindness and help. Your team did a fantastic job for our shop, which we are all grateful for a...
Eve Cox - Tailorations
Signs Express
Rated 5 stars out of 5
First class service from Signs Express Wearside. From Design to Installation these guys understand our high quality expectations and are a...
Fairgrieve Compression
Google
Rated 5 stars out of 5
Many thanks to Signs Express (Exeter) for our new sign, they gave very helpful advice and the installation was quick and efficient. 
J Parsons - Kadampa Meditation Centre
Google
Rated 5 stars out of 5
Incredible from start to finish & super professional. Would highly recommend! 
Will Keogh - Orega
Google
Rated 5 stars out of 5
Incredible from start to finish & super professional. Would highly recommend! 
Will Keogh - Orega
Google
Rated 5 stars out of 5
Great customer service, quality product. The fitter was very professional. 
Chinedu Nnaemeka
Google
Rated 5 stars out of 5
I needed sign writing on my new van. I contacted Signs express and they talked me through a few different price options and discussed my re...
Alex Smith
Google
Rated 5 stars out of 5
Great quality of work, quick responses to a quote request and very friendly staff who go out of their way to help. Really pleased with the...
Adrian Froggatt
Google
Rated 5 stars out of 5
Excellent Service from Signs Express Leeds! All that you would want in a supplier, professional, great job and quick turnaround! Thank you!  
Julia Jagger
Google
Rated 5 stars out of 5
Rick and the team were excellent, comms were quick, price was reasonable, the guys doing the fitting were great and most importantly the si...
David Taylor
Google
Rated 5 stars out of 5
Fantastic service and speedy turnaround. Really impressed with the communication, Rick was great at getting our signage sorted in time for...
The Hot Yoga Chapel
Google
Rated 5 stars out of 5
Love my new signs! They look classy, elegant and fit my brand perfectly! The product and quality of the workmanship is fantastic too! Fault...
Claire Wood
Google
Rated 5 stars out of 5
Great service, my second time using these guys and will continue to use them in the future. The artwork/mock up process is seamless and the...
Lumiere Photographic
Google
Rated 5 stars out of 5
Everyone on the Team were so helpful, we had an external sign that as 6m long, and internal signage fitted. The service went above and beyo...
Candida Edwards
Google
Rated 5 stars out of 5
Absolutely brilliant service from start to finish! Query was answered quickly with amazing attention to detail and all options explained. I...
Sara Cowie
Google
Rated 5 stars out of 5
Hi, Fountain. We must have done something right to get such a good rating from you. We really appreciate you taking the time!  
Fountain Admin
Google
Rated 5 stars out of 5
In January 2023 we made an initial order of some aluminium signage to be displayed in our elevators and communal stair landings. Since this...
Peter Niven
Google
Rated 5 stars out of 5
Excellent service from beginning to end. Great work on the sign too. Thank you 
Steve Austin
Google
Rated 5 stars out of 5
Fantastic service from Signs Express - always super communicative, accommodating and do a great job with our signs. Would highly recommend! 
Lisa Credland
Google
Rated 5 stars out of 5
Good communication, always happy to answer any questions I have and great end product 
CarrManorOnline
Google
Rated 5 stars out of 5
Great service, helped with designs, even gave full tour of printing facilities. Then got everything printed very quickly for us. Great ser...
Nathan Walsh
Google
Rated 5 stars out of 5
Signs Express are fast, efficient and super friendly. They get all work done as quickly as possible and it always looks great. Will definit...
Clare Delaney
Google
Rated 5 stars out of 5
Super happy with the service I’ve received for some promotional items I’ve had printed. Great communication and super speedy service! So go...
Sophie
Google